Research On Service Quality Evaluation Of Platform Driven Vegetable Supply Chain Based On Customer Satisfaction

As the primary industry of national economic development,agriculture is a basic industry closely related to people’s livelihood.Fresh agricultural products represented by vegetables are not only essential on the people’s table,but an important economic source for farmers to increase their income.As the Internet grows,it occurs a new supply chain of fresh vegetables and agricultural products based on e-commerce platforms,which not only solves the problem of avoiding buying vegetables in places where people gather after the outbreak of the epidemic,but also opens up new sales channels for farmers’ vegetables and other agricultural products to a certain extent.The circulation of fresh agricultural products is related to farmers’ “money bag” and citizens’ “vegetable basket”,and it is crucial to regulating the market and farmers’ relations between production and marketing,ensuring market supply and suppressing price fluctuations.With the entry of major capitals,the new vegetable supply chain centered on e-commerce platforms presents a new model,and there are also many problems.It is important to find out what factors affect consumers’ satisfaction with e-commerce platform services,and build a relevant service quality evaluation system based on it,which is not only related to how e-commerce platforms compete in the market and expand their share,but also promotes the development of the entire industry.Based on the above background,this thesis mainly evaluates the service quality system of the new vegetable and agricultural product supply chain centered on the e-commerce platform from the perspective of customer satisfaction on the basis of summarizing relevant research.Firstly,this thesis reviews the studies on development status and customer satisfaction of vegetable supply chain at home and abroad,and analyzes the overall model and main body with regard to supply chain and question about customer satisfaction.Secondly,according to the supply chain integration theory and customer satisfaction model theory,based on the SERVQUAL model,this thesis analyzes and improves the factors affecting service quality item by item.The evaluation system mainly consists of five dimensions including quality,price,logistics,platform and after-sales service,under which 18 secondary indicators also included.Based on customer satisfaction with shopping,the survey and analysis of customers who use the e-commerce platform to buy vegetables and agricultural products are conducted by means of questionnaires.The thesis intends to find the weak links in the vegetable supply chain and the areas that need to be improved,and construct an initial evaluation system.After the system is completed,the combination of AHP method and entropy method is used to analyze the data,and the index weights are comprehensively calculated to obtain a complete evaluation system.Finally,a complete service quality evaluation model is applied to the community group buying platform of Pinduoduo-Duoduomaicai platform,to conduct a case study.By investigating its customers with questionnaires,collecting and analyzing the collected data,and using the expected perception gap,find out where the quality,price and logistics of buying more vegetables need to be improved,and put forward a series of suggestions for improvement,such as establishing a self built quality inspection system,monitoring at the source,implementing the "purchase join own" mode,and cooperating with third-party logistics companies.